One of the clients I have been fortunate to work with for
gtmedia is Chicken Treat. Chicken Treat has very different and fun campaigns
that are created by their marketing team which we create the publicity for. A
few weeks ago we were travelling around Perth to delivery giant burgers with a
30cm diameter to different media outlets to launch a new burger. The current
project we have been working on for the fast food restaurant is called
#chichkentweet, and I’m sure many of you have already heard about it.
The Chicken Tweet project’s aim is to increase Chicken
Tweets twitter following, to break a world record and to also have some fun.
Chicken treat has a large chicken coop with a chicken, called Betty, and a
computer inside. Betty will be pecking and scratching around in her coop on the
keyboard sending out tweets. We are hoping that she will be able to tweet a
five letter word and break a world record! It is day 7 of 30 and she has
already managed to tweet few and bum.
On Wednesday we managed to get Betty a segment on the Today
show during one of their highest rating segments for the following morning.
About half an hour later when searching the hashtag #chickentweet we discovered
that Vice had written and posted an article to their 4.5 million people
following on their Facebook page. Since then Betty has been featured on many
types of local, nation and international media. The office was most excited
when she was featured in TIME on Thursday (yesterday) and when the Orange is
The New Black twitter, with 1.7 million followers, tweeted Betty.
Initially we predicted that Chicken Treat would gain about
5K more followers on twitter but today only seven days in they have gone from
roughly 700 followers to 11.5K. The campaign really started to take off when I was
in the office on Wednesday afternoon, which was really exciting. It has since
progressed into a viral campaign and it is incredible to watch knowing you have
been a part of it.
The next step is to tweet Orange is The New Black back and then my ambitions directors (they know it) have set their sights on the Ellen DeGenerous show!
If you haven’t already hop onto Chick Treats twitter account to read what Betty has to say. Thank you for reading, Jodie.
4 comments:
Hi Jodie
That would be such an awesome experience to be involved with that campaign! The story has made a lot of major news outlets over the past week, which is exactly what you want from a PR campaign. It's definitely an interesting idea, and I hope you enjoy being involved in watching the campaign progress.
Zoe
Hi Jodie!
Wow this sounds like the most rewarding experience! It is so rare to be apart of such a successful campaign (especially since Orange is The New Black posted a photo) and they have millions of followers! It's crazy to think that this campaign is going worldwide, very proud to say I know someone that has been involved with it :)
I haven't had the opportunity to be involved in any campaigns/coming up with strategies so I was wondering what the process for it was like? How were they able to come up with this idea because it really is such a unique and entertaining idea and clearly it has paid off!
Goodluck for the rest of your internship, it sounds like it will continue being such a rewarding experience!
Caris
Hi Jodie,
WOW what an interesting campaign to be involved in.
I cant imagine how excited you and your team were when Orange is the New Black tweeted about Betty. That's a pretty major achievement in itself even if you don't reach your goal of Ellen.
When first designing the campaign what were your teams objectives in terms of reach and engagement? It would be interesting to see if you surpassed your original objective/s.
Best of luck for the remaining days of the campaign.
Keep typing Betty!
- Pippa
Hi Jodie,
That's amazing, and hilarious! What a great idea.
It must have been so great to have such instantaneous results with all those followers, people just love chickens don't they! Social media our jobs as PR people so easy and it's incredibly helpful to be able to track positive engagement and have so much control over a campaign!
Have you guys copped any flack from any worried animal lovers yet? Not that there is cause for it but there always seems to be opposition with anything to do with animals. In our office at JumpClimb we often discuss ideas involving 'animal participation' but don't follow through due to the risks involved with negative community engagement.
I hope your internship has been fun! Sounds like it has been a great experience.
-Heather.
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